Stop Writing Copy

I will explain...

The word 'copy' comes from the French 'copie' and the Latin 'copia' -- both of which refer to a reproduction or transcript.  So...to write copy is to deliver a reproduction or a manuscript of an event or an idea.  But a good copywriter doesn't write copy, she tells stories.

(How boring was that?  Oh, sorry, it wasn't a story.)

Anyway, if you have a company (or work for one) and you want to attract more business, tell a story.  Have a conversation with your customer, don't talk at her or him.
 
Instead of, "the best selection..." or "aisles and aisles of incredible prices..." how about putting this on your website, in written form or in a video (makes a great radio commercial too)...

"Yep, we'd like to grow our business.  And the best way to do that is to give you the same thing we want -- affordable choices.
  
We're not perfect.  We carry lots of cool stuff but we don't have everything.   When we price our (insert; clothing, shoes, groceries, lighting fixtures, etc.) we do everything we can to stay competitive.
  
Thankfully, you've told us you like shopping at out store(s).   
It means a lot to us when we see you come back.   We smile because we know we've done our job well.  But if we ever let you down, please let us know.  We'll do everything we can to fix it, immediately.


Thank you for your business.  See you soon!"

Isn't that what we all want?  Affordable choices, a two-way, respectful relationship, and a "Thank you"?

Here's another way to do it, with even more storytelling...


"Mary came back to our Tri-City location this week...


She told us that the (thing) she bought didn't work out like she had hoped.  So we took it back and helped her pick out a different one.  It took her a while because there's a lot to choose from.  When she found what she wanted she looked like a tween about to enter her first Justin Bieber concert.  We love that look!


So please check out the cool stuff we've got.  Too much to mention here.


And when you find what you're looking for, and see how affordable it is, we're pretty sure you'll have that same smile on your face.


Thanks for your business.  See you soon!"

No, "money back guarantee".  No, "great customer service".  No, "low-price guarantee".

Just a story, that's says so much more.

What's your story?


         


  

Customer Service

Ever heard someone say, "Our company believes in customer service"?

Everyone believes in "customer service".

The problem is that a lot of companies believe in Really Bad Customer Service.

What do you, what does your company, believe in?

What if you believed in Remarkable Customer Service?

What would it look like? What would it feel like? What would your customers say about it? Would they spread the word? Why/How/When/Where/To whom?

And who are your customers? There are the obvious ones--but there are also your peers, your employees, your vendors, your competition. How do you treat them? What do you want them to say about you?

Every interaction with a customer is an opportunity.

Your brand is defined by your customers. They own it, not you.

Do something remarkable today for a customer or for all of your customers. And then just let it go. It'll spread.